Hi Kerry @Treetopflyer,
I want to split my response into these sections:
1. Mobile vs. Desktop
2. Explanation Video
3. Number of Clicks to Signup
4. Miscellaneous Growth Hacks
Section 1. Mobile vs. Desktop.
Right off the bat, I can see that your mobile visitors will have a small but significantly different experience than your desktop visitors. Your landing page has two explanation sections: one at the top, another at the bottom. Your desktop visitors see both, but the top explanation section is missing on mobile.
This explanation section is arguably the most important factor in getting first time visitors to sign up. This is the first and very likely the only impression. Make it count. You made an explanation video, but mobile users will not even see the button to load that video.
Whether to decide if this problem is high priority, take a look at your visitor segmentation. I can see the Google Tag Manager (GTM) in your landing page source code so I am assuming you are using Google Analytics with GTM. Look at how your visitors are viewing your page: mobile vs. desktop.
If you have a lot of mobile visitors, then this problem may be a critical, high-priority issue. If your visitors are purely desktop (which I highly doubt), then this problem becomes not so relevant and you should focus on other solutions first.
Section 2. Explanation Video.
Personally, I felt more confused listening to the video, and I am a native English speaker. One biggest advantage that a video provides is animation — complex relationships and logics are much better explained through animation. Your video doesn’t take advantage of it.
I think you are trying to explain these two selling points and I don’t think you need a video to do that.
1. Save money when shopping
2. Make money when your friends shop
Your current wording is pretty good, though maybe some A/B testing will help with the wording.
"Shop and Save! Share and Earn!
Save up to 90% off from hundreds of your favorite stores.
Become a Brand Ambassador and earn exponentially.”
I feel you should separate the two sell-points in two columns:
Shop and Save!
Save up to 90% off from hundreds of your favorite stores
Share and Earn!
Become a Brand Ambassador and earn exponentially.
Section 3. Number of Steps to Signup
Count the minimum number of clicks a visitor must perform to get to the sign up page.
Mobile: 2. Home -> profile logo -> Join
Desktop: 1. Home -> Join button
In comparison, your competitor ebates.com: 0 step.
They just throw it right in your face!
Having a 0-step to signup page is dangerous because it can be annoying. There are certain things you could do, like automatically popping up the signup page after the user scrolls down halfway, or after she has made her first search, etc.
These “IN-YOUR-FACE” popups need to be handled delicately with proper wording and often with the right incentive (ebates.com offers $10 giftcard. That’s a pretty strong incentive to signup!)
Section 4. Miscellaneous Growth Hacks
- Articulate product differentiation (vs. credit cards, vs. other rebate websites)
- Articulate why cash back is better (spending isn’t limited to a retailer, no expiration, etc.)
- Find specific hooks that will attract users (a big part of this is growth marketing):
- Can you double dip between credit card points and this cash back? If they can, maybe you need to educate them that this rebate is on top of their credit card point accumulation.
- How about giving them $10 to start out with. They need to rake-in additional $10 of cash back to cashout on this promotion anyway. Do the math and see if this will work out.
- The game of referral is a long game and you need to provide incentives at multiple points to make them move.
- Tell users they will get $___ when their friends make their first purchase
- Tell recently referred people (through the referral email) that their friends have sent them $10 to claim on socialfriendzy, etc.
- Add mini-case studies. Example:
- “Aaron from California just saved $20 on Clarks shoes, and his friend Baron just made $3 from Aaron’s purchase!”
- “Caron from New York made $142 because her friends shop online. Refer your friends to shop and save (and make money for you)!”
- Start tracking how much they interact with your site before they leave your site. Consider adding one of those chat boxes that pop out and ask “Hi! My name is Daron. How can I help you save money AND make money today?”